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with jessica lee { APCO Worldwide + Fistful of Talent }




7 ways to
measure
social
recruiting
ROI
• that’s me – cooking
who am i? why me?     dinner & finalizing
                      these slides last night
                      (pork chops +
                      roasted brussels
                      sprouts, in case you
                      wondered)
                    • corporate recruiter in
                      the biz for ten years
                    • started using
                      facebook in march
                      2008, blogging in
                      april 2008, twitter in
                      june 2008
so why did i choose this topic to
    cover with you today?
before we dive in though…




      just so you know where
            i’m coming from…
community
sourcing
                             ?
              branding



     ?                pieces of the
                   social recruiting
                             puzzle
that being said…

• social media is not the be-all, end-all - it’s one
  tool
• social media is not going to work for everyone
• it’s too early to really say that social media is
  a/the magic bullet
but why
metrics,                         value!
you ask?
                       map out strategy
              determine measurements

      define success

 establish goals
possible goals
•   hire great people
•   hire great people very quickly
•   hire great people quickly while spending less
•   have strong employment brand awareness
•   provide great customer service to applicants
increased
 recruiter
 satisfaction/FUN
 factor        increased
                    job
                    applications
decreased           from social
                                                     increased hires from
                    sources
applicant                                            social sources
                                     decreased
to hire                              time to fill
funnel increased website                               increased
               traffic from social
               sources
                                     increased         brand
                                     thought
                                                       loyalty
                                     leadership
  increased
  quality of          increased                      increased
  hire                candidate      decreased       brand
                      quality        cost per hire
                                                     awareness
Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI
the metrics – at a macro level
quantitative
1.   eyeballs/traffic
2.   comments/mentions
3.
4.
     fans/friends/followers
     costs                    qualitative
                                 5. influence
                              6. engagement
                                         7. IQ
eyeballs/traffic
eyeballs/traffic
comments/mentions
friends/fans/
    followers
costs
 • investment of time; staff resources to use
           social media (monitor & engage)




• cost savings through lower media buys, job
                           board spends, etc
a quick word about
qualitative metrics
omg. WTF?


influence
why is influence an important metric?
     where consumers turn to for buying recommendations



                                               TRUST
30% blogger review
37% chat room/discussion board
49% online editor review
50% consumer opinion site review
52% consumer review – retail site
60% consumer reviews – content site
63% review by a known expert
69% information on the company’s website
75% review in a newspaper, magazine or on TV
83% opinion of a friend or acquaintance
the goal of influence?
turn small groups of
enthusiasts, users, customers
and consumers

   into authors, producers,
   scouts, testers, collaborators
   and broadcasters

       into community members,
       advocates, ambassadors and
       evangelists
track the level of influence your
      broadcasting efforts have:

           • how far is the information
                                getting?
             – retweets, forwards, referrals
         • how often does your content
                      get repurposed?
                 • does it support your
                   intended direction?
Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI
from eyeballs to
   engagement
                         the engaged




                   intermittent contributors




                          the lurkers
engagement
• how engaged are
  your visitors?
  – how many people
    join in on a
    discussion
  – ratio of positive
    comments to
    negative ones
  – likes, re-tweets,
    forwards
  – length of time on
    site
IQ
“i read
online
that you
guys have
this
program
that…”
back to the
engagement:
                              qualitative
• what do your applicants think of the social media
   experience you are providing?
• what do they think of your participation?
IQ:
• did connecting via a social media channel provide
   candidates with added intel on the company?
• did researching the company via social media channels
   better prepare candidates for your interview?
• do candidates who engaged via social media seem better
   prepared than others?
• are candidates anecdotally mentioning learnings thorugh
   social media?
measurement
   tools
measurement tools to try:
       google analytics
        bit.ly or budurl
    facebook page insights
      twittercounter.com
        twitalyzer.com
           klout.com
        retweetist.com
      socialmention.com
    zoomerang.com (qual)
reviewing the metrics again:
quantitative
1.   eyeballs/traffic
2.   comments/mentions
3.
4.
     fans/friends/followers
     costs                    qualitative
                                 5. influence
                              6. engagement
                                         7. IQ
reach out and follow up -
    jlee@apcoworldwide.com
    jessicalee.dc@gmail.com

    @jessica_lee @APCOjobs @fistfuloftalent

    www.fistfuloftalent.com
the recruiting platform for
      the social web
It’s Harder Than Ever to Tell What Works


                             Data integrity hampers
                             cost and quality
                             effective sourcing


                              5 out of 6 candidates
                              incorrectly identified
                               source in a study of
                              60,000 applications
Jobvite Platform Focused On Recruiting

                      finding candidates




                    managing the process




                     knowing what works
Jobvite Hire                  Jobvite Source
applicant tracking and recruiting       social sourcing and CRM




             social recruiting +               social recruiting +
             employee referral                 employee referral



      intuitive applicant tracking to      intuitive CRM to engage +
        manage the hiring process          manage prospect pipeline




           recruiting intelligence           recruiting intelligence
Start With Stuff You Can Track




              automatic
              trackable
                 links
…Wherever You Are Recruiting


                             Facebook



     email




                             Twitter



                  LinkedIn
Jobvite Recruiting Intelligence Provides
 Insights to Drive Quality, Cost, Speed
• Personalized recruiting dashboard

• Source performance throughout the pipeline

• All candidate sources

• Social recruiting performance
                                       new!
• Career site benchmarking
Quantitative
•   Traffic           by category

•   Referring Sites                 by job
•   Views
                                     by location
•   Forwards
•   Applications                       by network

•   Interviews              by source
•   Hires
Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI
Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI
Platform Increases Engagement
   Throughout the Company
                    Employees

      Senior
                                  HR Executives
 Management

 Schedulers
                   Hiring is         Hiring
                everyone’s job.      Managers


    Approvers                     Interviewers


                    Recruiters
…Engaging Employees to Reach Their
         Networks and Drive Referrals


If one recruiter has   and 1000 employees have
500 contacts…          200 contacts each….




          500
                       200,000
Increasing Referral Hires Reduces Cost of
              Quality Hires



               Sample Savings: More Referral Hires
               Replace agency hires:         Savings per hire:

                        6              x          $7,000
               Replace direct hires:         Savings per hire:
                       15              x          $4,000

                Total savings on 21 hires:        $100K
“    Encouraging the entire staff to recruit turns
        everyone into brand ambassadors. As
    employees spread the word in social networks
      about our job opportunities, they create
           positive buzz about the company.

     Ed Scanlan
     CEO, Total Attorneys
                                                     ”
anne@jobvite.com
jlee@apcoworldwide.com
                                      www.jobvite.com
jessicalee.dc@gmail.com
                                     @jobvite
@jessica lee @APCOjobs @fistfuloftalent
                                     facebook.com/jobvite
www.fistfuloftalent.com
                                     http://bit.ly/jobvitetour

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Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI

  • 1. with jessica lee { APCO Worldwide + Fistful of Talent } 7 ways to measure social recruiting ROI
  • 2. • that’s me – cooking who am i? why me? dinner & finalizing these slides last night (pork chops + roasted brussels sprouts, in case you wondered) • corporate recruiter in the biz for ten years • started using facebook in march 2008, blogging in april 2008, twitter in june 2008
  • 3. so why did i choose this topic to cover with you today?
  • 4. before we dive in though… just so you know where i’m coming from…
  • 5. community sourcing ? branding ? pieces of the social recruiting puzzle
  • 6. that being said… • social media is not the be-all, end-all - it’s one tool • social media is not going to work for everyone • it’s too early to really say that social media is a/the magic bullet
  • 7. but why metrics, value! you ask? map out strategy determine measurements define success establish goals
  • 8. possible goals • hire great people • hire great people very quickly • hire great people quickly while spending less • have strong employment brand awareness • provide great customer service to applicants
  • 9. increased recruiter satisfaction/FUN factor increased job applications decreased from social increased hires from sources applicant social sources decreased to hire time to fill funnel increased website increased traffic from social sources increased brand thought loyalty leadership increased quality of increased increased hire candidate decreased brand quality cost per hire awareness
  • 11. the metrics – at a macro level quantitative 1. eyeballs/traffic 2. comments/mentions 3. 4. fans/friends/followers costs qualitative 5. influence 6. engagement 7. IQ
  • 15. friends/fans/ followers
  • 16. costs • investment of time; staff resources to use social media (monitor & engage) • cost savings through lower media buys, job board spends, etc
  • 17. a quick word about qualitative metrics
  • 19. why is influence an important metric? where consumers turn to for buying recommendations TRUST 30% blogger review 37% chat room/discussion board 49% online editor review 50% consumer opinion site review 52% consumer review – retail site 60% consumer reviews – content site 63% review by a known expert 69% information on the company’s website 75% review in a newspaper, magazine or on TV 83% opinion of a friend or acquaintance
  • 20. the goal of influence? turn small groups of enthusiasts, users, customers and consumers into authors, producers, scouts, testers, collaborators and broadcasters into community members, advocates, ambassadors and evangelists
  • 21. track the level of influence your broadcasting efforts have: • how far is the information getting? – retweets, forwards, referrals • how often does your content get repurposed? • does it support your intended direction?
  • 23. from eyeballs to engagement the engaged intermittent contributors the lurkers
  • 24. engagement • how engaged are your visitors? – how many people join in on a discussion – ratio of positive comments to negative ones – likes, re-tweets, forwards – length of time on site
  • 25. IQ “i read online that you guys have this program that…”
  • 26. back to the engagement: qualitative • what do your applicants think of the social media experience you are providing? • what do they think of your participation? IQ: • did connecting via a social media channel provide candidates with added intel on the company? • did researching the company via social media channels better prepare candidates for your interview? • do candidates who engaged via social media seem better prepared than others? • are candidates anecdotally mentioning learnings thorugh social media?
  • 27. measurement tools
  • 28. measurement tools to try: google analytics bit.ly or budurl facebook page insights twittercounter.com twitalyzer.com klout.com retweetist.com socialmention.com zoomerang.com (qual)
  • 29. reviewing the metrics again: quantitative 1. eyeballs/traffic 2. comments/mentions 3. 4. fans/friends/followers costs qualitative 5. influence 6. engagement 7. IQ
  • 30. reach out and follow up - jlee@apcoworldwide.com jessicalee.dc@gmail.com @jessica_lee @APCOjobs @fistfuloftalent www.fistfuloftalent.com
  • 31. the recruiting platform for the social web
  • 32. It’s Harder Than Ever to Tell What Works Data integrity hampers cost and quality effective sourcing 5 out of 6 candidates incorrectly identified source in a study of 60,000 applications
  • 33. Jobvite Platform Focused On Recruiting finding candidates managing the process knowing what works
  • 34. Jobvite Hire Jobvite Source applicant tracking and recruiting social sourcing and CRM social recruiting + social recruiting + employee referral employee referral intuitive applicant tracking to intuitive CRM to engage + manage the hiring process manage prospect pipeline recruiting intelligence recruiting intelligence
  • 35. Start With Stuff You Can Track automatic trackable links
  • 36. …Wherever You Are Recruiting Facebook email Twitter LinkedIn
  • 37. Jobvite Recruiting Intelligence Provides Insights to Drive Quality, Cost, Speed • Personalized recruiting dashboard • Source performance throughout the pipeline • All candidate sources • Social recruiting performance new! • Career site benchmarking
  • 38. Quantitative • Traffic by category • Referring Sites by job • Views by location • Forwards • Applications by network • Interviews by source • Hires
  • 41. Platform Increases Engagement Throughout the Company Employees Senior HR Executives Management Schedulers Hiring is Hiring everyone’s job. Managers Approvers Interviewers Recruiters
  • 42. …Engaging Employees to Reach Their Networks and Drive Referrals If one recruiter has and 1000 employees have 500 contacts… 200 contacts each…. 500 200,000
  • 43. Increasing Referral Hires Reduces Cost of Quality Hires Sample Savings: More Referral Hires Replace agency hires: Savings per hire: 6 x $7,000 Replace direct hires: Savings per hire: 15 x $4,000 Total savings on 21 hires: $100K
  • 44. Encouraging the entire staff to recruit turns everyone into brand ambassadors. As employees spread the word in social networks about our job opportunities, they create positive buzz about the company. Ed Scanlan CEO, Total Attorneys ”
  • 45. anne@jobvite.com jlee@apcoworldwide.com www.jobvite.com jessicalee.dc@gmail.com @jobvite @jessica lee @APCOjobs @fistfuloftalent facebook.com/jobvite www.fistfuloftalent.com http://bit.ly/jobvitetour